Aviva Insurance Ireland has partnered with insurance technology provider insureMO to introduce location-based embedded insurance, automatically activating accident, illness and travel protection according to customers’ whereabouts. The launch in Norway marks an initial step in Aviva’s plans to expand its embedded insurance proposition across Europe.
The offering has gone live through Norwegian distribution partner Kvikk Forsikring AS. Customers receive everyday cover while in Norway, with travel protection activated automatically when they cross the country’s border. The model removes the need to contact the insurer, manually trigger cover or purchase separate policies for different destinations.
The partnership brings together Aviva’s insurance expertise and insureMO’s technology platform to make protection more responsive to customers’ circumstances. By linking insurance cover to location, the companies aim to simplify the customer journey and reduce the complexity associated with managing multiple policies.
For Aviva, the launch forms part of a broader strategy to distribute insurance through third-party services and digital customer journeys. Embedding cover within existing platforms can allow insurers to reach customers at relevant points in their journeys, while giving distribution partners opportunities to offer additional protection.
The approach could also help streamline processes for brokers, partners and service teams by reducing administrative requirements and simplifying claims handling. Aviva intends to use the technology to introduce further embedded products, onboard partners more quickly and expand into additional markets without undertaking extensive changes to its core systems.
insureMO provided the technology infrastructure for the deployment, covering product configuration, pricing, policy administration, claims and customer service. The implementation also involved applications partner MSG Global and was completed within a tight timeframe, according to the companies.
insureMO operates a global insurance middle office platform built around application programming interfaces (APIs), data and artificial intelligence (AI). Its infrastructure includes more than 2,500 APIs spanning the insurance lifecycle and connects over 8,700 distribution channels and technology partners.
The company supports more than 500 insurers, distributors and ecosystem partners across more than 50 countries. Its clients process over $25bn in gross written premium across more than 17,500 configured products.
Aviva operates across the UK, Ireland and Canada, with investments in India and China. In Ireland, it provides general and life insurance, wealth and retirement products to almost 950,000 customers.
Aviva Insurance Ireland head of accident & health Claire Ryan said, “At Aviva, we’re focused on making insurance simpler, more relevant and easier for customers to access. This proposition represents an important step forward in how protection is delivered, providing accident, illness and travel cover seamlessly through trusted partner relationships.
“By removing unnecessary complexity and ensuring customers have the right protection when they need it, we’re creating a more intuitive insurance experience while creating a scalable foundation for future embedded insurance solutions across Europe.”
insureMO chief revenue officer Rajat Sharma added, “The insurance industry is increasingly moving toward embedded, ecosystem-driven experiences. Aviva’s vision shows how insurers can improve customer experiences while modernising at speed.
“By decoupling innovation from core systems, insurers can launch new business models faster, scale partnerships efficiently and build future-ready digital insurance ecosystems.”
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